Lego Case

6045 Words Dec 24th, 2011 25 Pages
TABLE OF CONTENTS

Introduction 1
Strategic Analysis 2
A. Internal Core Competences 2
B. Company mission and vision 3
C. Future goals 4
D. Organizational Structure 5
E. 7-S model analysis7 6
Improvements 9
Open Innovation………………………………………………………………….10
A. Organization of innovation.…………………………………………………………………11
B. Matrix Innovation…………………………………………………………………………..…..12
Reference 14
Appendices………………………….……………………………………………...15
A. Memos…….………………………………………………………………………………………..…15
B. Project A Log for mm215……………………………………………………………….…..17

Executive Summary

LEGO Group began in the workshop of Ole Kirk Christiansen, and has a long history which started with making wooden toys, plastic toys and then getting to the famous brick.
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In 1968, LEGOLAND Billund opened and it became Denmark’s most popular tourist attraction outside the capital. LEGOLAND parks are family parks in which children enter an exciting world of adventure built of LEGO bricks. There are 4 LEGOLAND’s in the world and soon there will be 5. There is one in the south of England, which opened in 1996, one in USA, in California which opened in 1999 and one in Deutschland, which opened in 2002.

LEGO Group announced the opening of 2 new LEGOLAND parks, in Florida at the end of 2011 and in Malaysia in 2012.

Strategic Analysis

The threat of foreign competition has caused many companies to re-evaluate their strategies in order to regain the position of competitive advantage. The whole purpose of a strategic analysis is to figure out the most suitable planning strategy in respect to the company’s production and people, to set overall goals for the business and to develop a plan to achieve them. This process involves stepping back from the day-to-day operations and asking where the business is heading.

1 Internal Core Competences

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All the internal core competences that LEGO promote are properly balanced, adding value to the company strategies.
Leadership
The corporate vision is inspirational and energizes all employees throughout the company. Leaders are energetic, communicating strategic decision and lead by example. The top management within LEGO Group knows how to help its employees to expect and respect

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